Is There A Word Doctor In The House?
“Forget words like ‘hard sell’ and ‘soft sell.’ That will only confuse you. Just be sure your advertising is saying something with substance, something that will inform and serve the consumer, and be sure you’re saying it like it’s never been said before.”– William Bernbach
I ran across the above quote earlier today andloved it so much it’s going to appear insidemy Marketing Tips 2 ebook.
And, like many times when we see a new wordor hear something in a new way, the oddestthings happen.
Today I also received an update from a programI’ve been participating in since it’s inception.So as not to embarass anyone – or myself forthat matter – I won’t tell you which one.
Suffice to say I’ve written to the owner ofthe program numerous times asking forclarification. Sure, I’m no doubt just havinga “blonde moment,” (no slam intended I assureyou!), but the fact of the matter is apparentlyI am not alone.
The email today says the program is doing verypoorly, very little in terms of revenue or useis happening.
And, it’s no surprise to me… unfortunately.
Logging into the member’s area is a nightmare,and once inside you truly haven’t a clue WHATit is you’re suppose to do next.
The emails that come to “help everyone” tendto be even more confusing. Informationoverload to the point that the point iscompletely and utterly lost.
Read Williams’ words above again and thentake it a step further.
It doesn’t matter if you truly
HAVE built abetter mouse trap or have the best programthe internet has every seen, if you don’texplain it for everyone to fully understandyou are doomed to failure.
I have this problem a lot 
Not doom, buthaving to take something I’m thinking ordoing – knowing full well I see the “bigpicture” – and then making sure, beyonda shadow of doubt, that the person who was NOT in on my brainstorming session willunderstand it, too.
If they can’t follow it, they can’t do it!
Yes, “it” may make perfect sense… to you!But, if you’re being asked over and overto explain “it” and you are still having problems promoting it or getting people involved, the problem lies not with them, but you!
Many of us are familiar with the wordsspeaking and/or writing “to the lowest common denominator.” This isn’t a put down, it’s a plain and simple fact.
Do choose your words carefully, and, whenyou THINK you are done, always remember to ask yourself, “Am I saying it correctly?”
If in doubt, seek a second opinion!
© Theresa Cahill – All Rights Reserved. Feel free to distribute this article. Please keep it intact and with the resource box included below.
ABOUT THE AUTHOR:
Theresa Cahill, a two decade veteran of marketing, is the owner of http://www.mywizardads.com and invites you to take a look at the services of MWA and download fr.ee helpful information and more at http://www.mywizardads.com/sitemap.html